A lower product price in the market will give it consumer preference in terms of the constraining economic conditions prevailing in the world today.In view of the increasing outcry for safe and healthy aspect in living especially in America, Starbucks has the opportunity to establish itself in this potential market base. People have become too busy and engaged with many stresses and simple natural fruit supplement would be a welcomed aspect in both society and health standards. The threat to this is that such large scale and diversified production for one company may prove difficult to manage. Investment in such new industries may cause a slack and fall in earlier established product industries like coffee; threat of wiping itself out. Current trends are towards healthy living with scramble for naturally produced products; the essence of the new product.To establish the success of the juice bar and its range of products various market research. Hs can firs be established for the large number of consumers that are currently buying other juice products from other companies such as Jamba Company. The publicization of the intent for Starbucks new product juice bar stores also is a market analyzer in checking the effect of the news in the industry. Jamba juice company stock value dropped by 3.5% for this announcement as announced by the owners (Peterson, 2011). The target consumer purchase behavior form Starbucks coffee bars indicates they go for the brand quality and accessibility which Starbucks hold highly. Geographically consideration s given of the social status of individuals in the region which is a fairly upstate with already established businesses from other companies such as Jamba.The market for this product targets all consumers. They can be divided in accordance to status and requirements. Those needing the products as health supplements and the social consumers. As such the strategy focuses on reaching both in terms of quality and variety.In accordance to the two target groups of the product the company can differentiate and position its products in their accordance. This is through producing two lines of supplement; those that are meant for medicinal purposes and those that are purely social. This will also reduce speculations on the health effect of the products on health individuals. The two lines can either be under the same product description or different depending on observations made in
Peterson, K. (2011). Starbucks eyes juice-bar business: Expanding the cafe menu could help bring more afternoon traffic and repeat customers. MSN Money.
Zafar, A. (2012). Move Over, Juice Bars: Starbucks Is Coming For You. Time Newsfeed. http://newsfeed.time.com/2012/03/19/move-over-juice-bars-Starbucks-is-coming-for-you/
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